Vol. 2, Issue 3, Part C (2016)

Abstract
In today’s competitive retail sector, customer demands are bound to increase due to the improvement of service quality in parallel with product variety. Due to the tremendous growth of service industry in the market, retailing sector plays a vital role to understand the degree of importance of listening to the inner voice of customers´ needs to create and increase the level of satisfaction. Effective satisfaction leads to prospective long term relationship and loyalty through repeating purchase and recommendation, which helps retailers to maintain their market share and position. It is also stated by many researchers that consumer´s needs have become sophisticated and it is imperative that the retailers look for building long term and stable relationship with their customers. Once a firm concentrates on existing customers, it could lead to satisfaction and through this process the firm stands to gain positively in terms of creation of customer loyalty, increased customer patronage, positive word of mouth which generates publicity and making references and referrals. Customer satisfaction should be a paramount strategy for any firm’s marketing strategy. It is through satisfaction of customers that firms remain afloat and prosper. In this study, the concept of customer orientation is studied which plays a crucial role in the development of shopping mall business and providing service quality to the growing customer base.